They know how the economics of social change work and they see the gaps at the local level, in their communities, in their particular interest areas. They may have done ad hoc social investing where they expected their capital returned but love the idea that more money might be flowing to mission-driven organizations by tapping into renewable investment dollars.

They know the world of social enterprise and are passionate about the new possibilities available through using risk capital. They understand applying the power of the market to expand the impact of a social mission. They relish the accountability and aligned interests that come from giving with an expectation of the return of principal. They know that philanthropic gifts are not the only way to solve social problems and want to see the development of more sustainable social enterprise.

They are attracted to the potential system change that a new asset class represents. They know that traditional capital markets are not adequate to respond to social needs and want to challenge the status quo. They are actively innovating to move more money to good.